In all process of purchase, there are two key elements to facilitate the output of the product, packaging and merchandising.
Although this is not the ideal section to speak of the container, you will yes I’d comment that it is a fundamental element to stimulate the customer towards the purchase of our product. And speaking of the container, I mean also to the packaging, which is neither more nor less than the design of the container (color, typography, illustrations, photographs, etc.). Therefore, the manufacturer, which will be responsible for giving the pro-duct of those elements that are more valid for easy commercialization, will have to place special emphasis on this aspect.
But you will also have to pay special attention to merchandising, although in this case it will have the collaboration of the Distributor.
Merchandising can be defined as a set of techniques that are applied at the point of sale to motivate the Act of purchase of the most cost effective way, both for the manufacturer and the Distributor, at the same time satisfying the needs of the consumer. The influence that has on sale which the product is placed in one or another space is completely unproven. If the product is not placed in the correct place decreases noticeably its ratio of sales. This fact has forced to enhance the figure of the trade marketing, figure that has a high profile within the distribution.
Merchandising seeks to optimize the handling of products by choosing locations suitable depending on variables such as: quantity, time, place, form, on the one hand, and shop windows, counters and linear, and the interior architecture, on the other; and the grouping of products «magnet», «complementary», premeditated purchase and impulse products. It can be differentiated between two types of merchandising: the permanent and temporary.
But if important is the placement of the product, no less important are the means to make known its position, or what we would call POS (the place of sale advertising). The POS is which will allow us to differentiate ourselves from competitors and that we will facilitate seducing the consumer towards our product when making your choice of purchase. But the POS is not limited only to exhibitors, booths or digital displays, but that management at the point of sale of the own pro-duct can function also as an effective instrument of advertising communication and, why not say, of feeling experiences.
Given its importance, the advertising in the point of sale deserves by itself single a chapter apart, but at least comment that the manufacturer has that have very in has the location geographic of the Center at the time of place such advertising. The reason is simple, the way of thinking of them consumers is different, by what your perception of the message also will be different depending on the place and, of the same form, also will be different its way of Act. I.e., the way to attract customers to our product will be different at each site. That Yes, we can never forget what those elements that differentiate our brand from the competition.
The same happens with the merchandising. The truth is that this has no reason to be uniform over time, or in all geographical areas, since there are times and places in which this action can provide better results.
There are many benefits that the merchandising offers from the strategic point of view. These include the following:
- Change of the concept of «dispatch» product «sell».
- Reduction of the time of purchase.
- Conversion of cold areas in places with life.
- Empowerment of the rotation of products.
- Replacement of the «passive» «active» presence.
- Use the most of the point of sale, due to the following aspects: the pro-duct out to meet the buyer, buyer is just like in the point of sale, the environment, the comfort to catch products, decoration of the point of sale, the ‘service’ in general that receives, the colors, the music, etc.
- Power «products magnet» point of sale (those have difficult rotation due to its peculiar characteristics, but we are interested in sale).
- Creation and coordination of an adequate communication at the point of sale.